{"id":398,"date":"2019-04-17T08:22:04","date_gmt":"2019-04-17T06:22:04","guid":{"rendered":"http:\/\/alexandrecenis.com\/?p=398"},"modified":"2019-04-17T08:22:04","modified_gmt":"2019-04-17T06:22:04","slug":"carlsberg-a-de-la-bouteille","status":"publish","type":"post","link":"https:\/\/alexandrecenis.com\/index.php\/2019\/04\/17\/carlsberg-a-de-la-bouteille\/","title":{"rendered":"Carlsberg a de la bouteille"},"content":{"rendered":"<p style=\"text-align: justify;\">Bien le bonjour le monde digital ! Depuis 1973, Carlsberg d\u00e9finit sa bi\u00e8re comme \u00abprobablement la meilleure au monde\u00bb. Bonne nouvelle, si vous n\u2019\u00e9tiez pas d\u2019accord, la marque avoue qu&rsquo;en fait&#8230;c\u2019est faux. Le march\u00e9 de la bi\u00e8re ne profite pas vraiment au brasseur su\u00e9dois depuis quelques ann\u00e9es. L\u2019apparition des bi\u00e8res artisanales \u00abcraft\u00bb dans la grande consommation, plus ch\u00e8res, mais de meilleure qualit\u00e9, a contraint Carlsberg \u00e0 revoir son positionnement marketing.<\/p>\n<p style=\"text-align: justify;\">Force est de constater que son message est faux. La marque d\u00e9cide donc de rem\u00e9dier \u00e0 la situation en am\u00e9liorant sa recette et sa technique de brassage. Et pour communiquer, la marque modifie l\u00e9g\u00e8rement son ancien slogan, afin d\u2019\u00eatre plus proche de la r\u00e9alit\u00e9 : \u00ab Probablement pas la meilleure bi\u00e8re au monde. Donc nous l\u2019avons chang\u00e9. \u00bbLe packaging met d\u00e9sormais en avant l\u2019origine danoise de cette \u00ab pilsner \u00bb, une sorte de bi\u00e8re, \u00e0 la fa\u00e7on des bi\u00e8res craft qui affirment fi\u00e8rement leur vari\u00e9t\u00e9 : India Pale Ale (IPA), Pale Ale, Lager, Porter\u2026<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-402 size-large\" src=\"http:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1-1024x512.jpg\" alt=\"\" width=\"1024\" height=\"512\" srcset=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1-1024x512.jpg 1024w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1-300x150.jpg 300w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1-768x384.jpg 768w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1-780x390.jpg 780w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1-1120x560.jpg 1120w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-1.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>Autrement dit, la marque avoue que ses produits n\u2019\u00e9taient pas d\u2019une qualit\u00e9 optimale depuis plusieurs ann\u00e9es. Mais pour le vice-pr\u00e9sident du marketing de Carlsberg UK, Liam Newton, la marque devait absolument \u00e9branler sa r\u00e9putation :\u00a0\u00ab\u00a0Nous croyons qu\u2019au Royaume-Uni, nous avons perdu notre b\u00e9n\u00e9fice de marque. Nous avons commenc\u00e9 \u00e0 nous focaliser sur les mauvaises choses et nous avons privil\u00e9gi\u00e9 la quantit\u00e9 \u00e0 la qualit\u00e9\u00a0\u00bb. Apr\u00e8s tout, le seul moyen de r\u00e9parer ses fautes est d\u2019abord de les assumer.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-403 size-large\" src=\"http:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2-1024x580.jpg\" alt=\"\" width=\"1024\" height=\"580\" srcset=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2-1024x580.jpg 1024w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2-300x170.jpg 300w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2-768x435.jpg 768w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2-780x442.jpg 780w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2-1120x634.jpg 1120w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2019\/04\/carlsberg-2.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"text-align: justify;\">La campagne para\u00eet assez d\u00e9licate, et une telle prise de risque de la part d\u2019un annonceur est rare. Cependant, les marques se veulent de plus en plus honn\u00eates et transparentes avec les consommateurs. Finalement, Carlsberg choisit le cr\u00e9neau de la sinc\u00e9rit\u00e9, et annonce une am\u00e9lioration de ses produits. Simple et efficace (et puis cela fera \u00e7a de moins comme boulot chez M\u00e9diapart) \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bien le bonjour le monde digital ! Depuis 1973, Carlsberg d\u00e9finit sa bi\u00e8re comme \u00abprobablement la meilleure au monde\u00bb. Bonne nouvelle, si vous n\u2019\u00e9tiez pas d\u2019accord, la marque avoue qu&rsquo;en fait&#8230;c\u2019est faux. Le march\u00e9 de la bi\u00e8re ne profite pas vraiment au brasseur su\u00e9dois depuis quelques ann\u00e9es. L\u2019apparition des bi\u00e8res artisanales \u00abcraft\u00bb dans la grande [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":402,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[4],"tags":[73,71,75,74,72],"class_list":["post-398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-biere","tag-carlsberg","tag-honnetete","tag-risque","tag-verite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Carlsberg a de la bouteille - Alexandre Cenis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/alexandrecenis.com\/index.php\/2019\/04\/17\/carlsberg-a-de-la-bouteille\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Carlsberg a de la bouteille - Alexandre Cenis\" \/>\n<meta property=\"og:description\" content=\"Bien le bonjour le monde digital ! 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